Eka holds pop-up shop at Elahe in Hyderabad
today Nov 18, 2019
Womenswear brand Eka set up shop at the multi-brand retailer Elahe in Hyderabad from November 15 to 16 to showcase its latest collection in the city and promote sustainable fashion.
Eka held its first pop-up sale in Hyderabad over the weekend, the brand announced on Facebook. The pop-up featured exclusive sale prices for Eka’s latest collection of apparel and accessories with loose linen Khadi separates and shift dresses. The brand’s latest collection has a natural colour palette of off white, mustard yellow, and forest hues and mixes subtle frill detailing with relaxed tailoring.
As part of its sustainable ideology, the brand also recently released new eco-friendly packaging. Using potlis made from old fabrics and infused with anti-moth herbs, Eka is promoting the traditional method of storing clothing.
Launched by Rina Singh in January 2011, the brand is based in Gurugram and specialises in handloom textiles. Eka means “one” in Sanskrit and, for the brand, represents the singular effort of many individuals. The brand retails from an array of multi-brand stores across India and internationally in countries including Kenya, Australia, Japan, Dubai, Italy, the US, and Switzerland among others.
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